What in the world wide web do politics from Canada and professional wrestling have to do with writing better emails for your business?
Have a look at this entry from my beloved LinkedIn Marketing Trad series.
This was posted sometime in September of 2022.
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How often do you get email marketing advice that involves Canadian politics and professional wrestling?
Once you’re done counting all those times on all your fingers, please …
Carry on reading.
This tip ties in perfectly with the old saying: “When life gives you lemons, you make lemonade.”
Well, when life gives you haters, it’s time to hunker down and make some Hater-ade – and cash in.
It’s a time-tested strategy you see in every industry, from professional wrestling to politics, and there’s no reason you can’t put it to work in your emails.
The concept is simple …
Take the “hate” people throw at you, turn it around, and use that negativity to your advantage.
One of the GREATEST examples I’ve ever seen of this was from about four years ago in the WWE. (Yes, there’s a lot you can learn about marketing from the world of professional wrestling – ESPECIALLY the WWE.)
The setting: Monday Night Raw in Seattle.
The villain: Elias. (Maybe you’re more familiar with his brother Ezekiel …)
So, Elias is the “heel” here, or the “bad guy,” and to get the crowd fired up, he insults the city, going straight for the jugular …
He was riffing off a line from the other guy in the ring, saying, “It doesn’t make sense, you know, like having a basketball team in Seattle.”
To say he struck a nerve is putting it mildly. The crowd booed him mercilessly, and Elias ran with it.
Instead of letting his haters blow off their steam, he turned it around, and amplified the outrage.
Keep in mind, this is all theatre, but sometimes you see it happening in your inbox.
For example …
Fresh off his election as the new leader of Canada’s Conservative Party, Pierre Poilievre was holding a news conference.
Before he could even start his opening remarks, though, a reporter launched into some antagonizing questions.
There was an exchange between the two, sparks flew, and Pierre labelled the guy as some kind of “liberal heckler.”
Without missing a beat, pretty much the next day, the party sent out an email to supporters with the subject line: “I couldn’t believe it.”
The message in the email went on a rant, combining two classic enemies of the party’s base: the mainstream media and the Liberal Party of Canada.
It turned into a classic, “give us money to fight the bad guys” fundraising pitch.
I don’t know how much money the Conservatives raked in with that email, but my guess is they cashed in big time.
This is what happens when you take the hate and turn it into Hater-ade.
You can do that in your own sales messaging, too, but don’t go overboard. We’re Catholics, after all, right?
If you’re going to implement this tactic, use it tastefully and take the high road. Do it in a way where you won’t be embarrassed to present yourself before the Lord, and remember …
Don’t forget to pray for your enemies.
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If you want to learn more about how to do this in emails for you business, shoot me a quick message at [email protected].
Stay holy my friends and God bless.